Huggies & Carlton Awarded For Mum & Child Screenings

Carlton Screen Advertising has successfully won the Hollis Award for Best Low Budget Sponsorship. Carlton Screen Advertising and Huggies accepted the award for their Huggies Big Scream entry, the branded sponsorship of Picturehouse Cinemas' mother and child special film screenings.

The Hollis event recognises excellence in sponsorships from 2005. Carlton Screen Advertising were short-listed for their initiative of pairing Huggies and Picturehouse Cinemas as sponsorship partners for a well-matched and new opportunity which gave Huggies access to their target audience of mothers with young children.

Held once a week, Huggies "Big Scream" has become a social club in the cinemas where mothers can meet up before and after their film for a coffee and a chat. The under 12-months old are allowed into the auditorium, giving their mothers an opportunity to enjoy films on release they may have missed because of childcare commitments.

The sponsorship began in December 2004 and ran for a year with a low budget to succeed. The Huggies "Big Scream" has been well received by cinemagoers with the sponsorship renewed for a further 12 months while expanding on new initiatives.

Carlton Screen Advertising, owned by ITV, is the market leader, selling cinema advertising for over 2,500 screens in the UK and the Republic of Ireland. With a market share of 75.3%, CSA holds the contract for market leading exhibitor Odeon, as well as Cineworld, Showcase, & easyCinema.